LinkedIn Sales Navigator: A Modern Guide for Client Acquisition (Part 1)

Estimated Time to Read: 3 minutes

During tru Advisor Experience Strategic Planning sessions with our advisory partners, we focus a lot on growth. How are you growing, how do you want to grow, what strategies are working, what are not working etc.? One of your peers (thank you to Joe Fernandez of Invenio Wealth Partners) shared that he is using LinkedIn Sales Navigator as a prospecting tool.  I was immediately intrigued. My wife is a recruiter and spends countless hours on this tool to find qualified candidates for job's, so I walked into her office and completely interrupted her day to check it out.

To further my intrigue, I asked around my network and was invited to a webcast hosted by John Hancock Investment Management titled "LinkedIn Sales Navigator 101 and 201."  I found the content to be insightful, relevant and worth sharing with my loyal followers (you). Hat tip to John Hancock for their partnership.

In today's post, we are going to focus on the basics of Sales Navigator to help you understand how you can maximize the tool's potential to reach high-net-worth (HNW) individuals and business leaders.  Next week, we will get more advanced.

Why LinkedIn Sales Navigator?

LinkedIn Sales Navigator is a premium LinkedIn tool designed to streamline the process of finding, connecting with, and nurturing prospective clients.

Traditional prospecting methods, such as cold emailing, are losing effectiveness. According to LinkedIn Business Solutions, response rates for LinkedIn InMail are five times higher than standard cold emails, making Sales Navigator a powerful alternative for outreach. With 41% of millionaires using LinkedIn for business networking, the platform offers an unparalleled opportunity to connect with affluent prospects who are actively engaged online.

Five-Step Framework for Success

1. Set Up Sales Navigator
   Proper setup is crucial. Begin by searching for and saving your top 10 clients and 10 prospective clients you already know. Next, add five target companies to your Accounts List. This not only personalizes your experience but also enables Sales Navigator’s algorithm to recommend leads that closely match your ideal client profile.
   
   
2. Find Prospective Clients
   Advanced search capabilities are at the heart of Sales Navigator. Users are encouraged to “niche down” by defining their ideal client—such as “pharmaceutical executives in Omaha”—to focus search efforts and tailor messaging. Essential filters include job title, location, relationship (especially 2nd-degree connections), and industry. For those with large alumni networks, filtering by alma mater is a top tip for uncovering warm leads.
   
   
3. Save Leads and Connect
   Once you’ve identified potential clients, save them as leads within Sales Navigator. This feature allows for ongoing tracking of their activities and streamlines the process of building connections and nurturing relationships.
   
   
4. Organize and Track Leads
   Creating Lead Lists and monitoring client activity helps advisors stay organized and responsive. This step is key for managing a growing pipeline and ensuring timely follow-up.
   
   
5. Run Messaging Campaigns and Set Meetings
   Sales Navigator supports targeted messaging campaigns, making it easier to engage prospects and move them toward meetings. While we will focus on this strategy in more detail in the second part of the series, the foundation is laid in the initial setup and search phases so keep this in mind while setting up previous steps.

Advanced Search Tactics

Sales Navigator’s advanced filters set it apart from standard LinkedIn search. Users can filter prospects by seniority level (e.g., CEO, owner), years at their current company (ideal for identifying recent job changers), and company size (from Startups to Fortune 500 firms). These granular filters enable advisors to pinpoint high-value targets with precision.

Pro Tips

• Exclude existing clients and previously saved leads from new searches to keep your pipeline fresh.
• Save up to 15 searches and receive email alerts when new leads match your criteria, ensuring you never miss an opportunity.

The Power of “Niching Down”

A recurring theme throughout is the importance of focusing on a specific niche. By narrowing your target audience, you simplify searching, enhance your profile’s branding, and create content that resonates with your ideal clients. Over time, this strategy also helps build mutual connections, making future outreach warmer and more effective.

Conclusion

LinkedIn Sales Navigator is more than just a search tool—it’s a comprehensive platform for modern client acquisition. By following a structured setup, leveraging filters, and focusing on a well-defined niche, financial professionals can dramatically improve their prospecting outcomes. The platform’s ability to recommend leads, track activities, and support targeted outreach makes it a worthy resource for anyone serious about growing their client base in today’s digital-first environment.

See you next week for Part 2!